“Elegance is not about being noticed, it is about being remembered”, claims Italian fashion designer Giorgio Armani and there is no way for us not to agree with him, on condition that for forty years now his fashion empire has been at the top. The famous Italian creates his company Armani in 1975, aged 41. He has created clothes as well for some of the richest and most popular men and women on the planet as for the police and taxi drivers, and he even makes the design for the cover of a book with the Gospels for the Pope.
Giorgio Armani was born on 11th July 1934 in Piacenza, Italy. Initially, he studies medicine at the University of Bologna, but after two years he quits, in order to devote himself to service to the Italian army at a military hospital. His experience there helps him realise that medicine is not exactly his thing. In 1957 Armani starts work as a merchandiser in the popular department store La Rinascente. Next comes an apprenticeship and work for Nino Cerruti, then he is a freelancer in various big fashion companies. All this experience gives Armani a lot of self-confidence and skills.
Honing his talent and having gained enviable experience, the Italian designer is ready to start his own brand. He accepts his friend Sergio Galeotti’s proposal to create a company together and so the two of them become business partners and officially represent Giorgio Armani S.P.A., which offers men’s and women’s ready-to-wear.
The business of the two partners gradually becomes stable and gains more and more international success. In 1980 the brand shoots to fame in the USA. This year Armani takes up the responsible task of designing the outfit for Richard Gere’s character in American Gigolo. The huge success of the film and the combination between silk and sartorial skills help Armani step on the American market and accumulate even greater international success.
Then more contracts come for the clothes in different TV and cinema productions, including Miami Vice and The Untouchables. The dresses and suits of the Italian designer take the red carpet by storm. In 1982 Time Magazine puts him on its cover and thus Armani becomes the second designer (after Christian Dior) to symbolise the achievement of the American dream. The reason is more than obvious. At the end of the 90s the designer boasts more than 2 000 stores all over the world.
In 2005 Armani signs a partnership with Emaar Properties, and together they create a series of hotels and resort villages. Their concept is focused on the elegance, harmony and lifestyle that are Armani’s trade mark. The first hotel of the chain opens doors in Dubai in 2009, and a year later – in Milano.
Giorgio Armani has earned a lot of distinction, including the Leonardo da Vinci World Award of Arts, the Dino Ferrari Award for being the most influential fashion designer, and in 2008 he is given the Order of the Legion of the Honour by Nicholas Sarkozy.
The highest recognition for Giorgio Armani, however, remains to this very day the love of his admirers and supporters. The designer is going to remain in the history of fashion with his architectural fluid style, which is a synonym for elegance. Changing the definition of the male suit and the female style, the Armani brand will always be one of the eternal symbols of luxury.
Text: Veliana Simeonova